Here’s Some Helpful Tips to Improve Your Direct Mail Marketing
Trust is Important
Trust is Important
In the majority of cases, trust factor is a key issue in order for the prospect to take action. This is especially true if they have never done business with you before or they haven’t heard of your company before.
How do you build trust with your potential customers? Here’s one thing you can try:
You can offer something free which they can test, try and evaluate. This is a win-win because they get something for free and you gain a customer’s trust.
Use Clear Communication
Don’t let them guess what you are offering. Communicate clearly in your headlines, subtitles, testimonials, call to actions, the features, benefits and value of your product.
In addition to all of that, you should always answer the most important question: What’s in it for me?
Based on your experience and feedback from your customers, try to answer the most frequently asked questions – this will improve your conversions.
Every product and sales approach has a few major obstacles – there’s a few thoughts that most prospects generally raise when they read about your offer. Try to address all of them.
Make it Easy to Respond
One of the important questions when developing and evaluating your direct mail approach is: Is it easy for the customer to respond? Try using an effective reply card or other reply tactics such as giving the customer a toll free number they can call or have them visit your product page online to continue reading and learn more details about your product. Or even a reply by email or make a purchase online option.
Your call to action is critical and will help to drive your conversion rates. Give a strong reason for your customers to act now whether your call to action is to join a mailing list online or make a purchase.
Think about what would be the strongest reason for the customer to buy now or act right now without delaying. People are very busy and they might be interested, but they’ll forget if they don’t act at the time they have your mail in their hands. Use special deals, limited time offers and other legitimate scarcity tactics. This is important!
Direct mail marketing is both an art and a science. It is science because it is measurable and you can track, monitor and measure every step in the process and each and every variable. However it is an art because a small change in your envelope, headlines, call to action, success stories etc. can make a big difference. This difference could be the difference between a profitable and poor marketing campaigns.
You should always be testing and developing an effective continuous improvement plan for your direct mail marketing!